Growth Hacking Process: Start Experimenting In 5 Steps [G.R.O.W.S.]

Home » Growth Hacking Process: Start Experimenting In 5 Steps [G.R.O.W.S.]  | 🕑 

The GROWS Process Rapid Experimentation Framework

By now you’re familiar with Growth Hacking and now you want to know how the Growth Hacking Process works…

Because you don’t want to run expensive campaigns that produce little to no results anymore.

That’s why I’m going to show you:

  • How to experiment effectively
  • How you can analyze results
  • And when to stop, adapt or scale up an experiment

Without wasting any time, let’s start…

Before you start Growth Hacking…

Growth Hacking is a structured way to achieve growth within a business or organization by effectively using data, creativity, and technology.

Before you start Growth Hacking, it is important to have the following:

  1. A Problem-Solution Fit and a Product-Market Fit.
  2. Having a validated and completed Business Model Canvas and Value Proposition Canvas.
  3. Completed the Pirate Funnel Canvas, discovered the bottleneck, identified the underlying problem, and created a One Metric That Matters (OMTM).

If you are missing one or more of the above, there is little point in starting Growth Hacking because you will never be able to get the maximum results out of it.

Why follow the Growth Hacking Process?

In many cases, there isn’t one simple hack you apply to help your company x10, but it pays to have a process in place that allows teams to test ideas at a fast pace…

That’s what allows companies to learn quickly and grow consistently:

“Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.”

Jeff Bezos

The G.R.O.W.S. Proces of Growth Tribe

Growth Tribe has established a methodology with a focus on rapid experimentation:

GROWS Process Rapid Experimentation
GROWS Process Rapid Experimentation

Growth Hacking Process (G.R.O.W.S.)

  1. Gather ideas

    Brainstorm as many ideas as possible with your team.

  2. Rank ideas

    Decide which ideas you will start with.

  3. Outline experiments

    Evolve your idea into an experiment.

  4. Work, work, work

    Conduct your experiments.

  5. Study the outcome

    Get insights from the results of your experiments.

I’m going to go over the steps with you:

1. Gather Ideas

Brainstorm as many ideas as possible with your team.

Give everyone at least 10 minutes to write down as many potential Growth Hacks as possible.

Inspiration can be gained in several ways:

  1. Have conversations with your customers, support department and sales department.
  2. See what competitors are doing in the step of the Pirate Funnel that belongs to your OMTM.
  3. Check what other markets are doing in your situation.
  4. Conduct interviews with specific customers.
  5. Hire an expert.

Don’t try to find the best idea right away, but focus on as many potential solutions as possible and ask yourself:

“How can we make this step in the Pirate Funnel 10 times better?”

Preventing one person from bringing the most input and making sure you keep order in the chaos can be done using the Experiment Canvas.

And ideas can be written down in the form of:

“We want to start doing this, because we’ve seen that…”

Within 2 hours, you’ll probably have pulled out most of the ideas and, based on your gut feeling, you can pick out the 5 to 10 best ideas to start prioritizing and working on…

2. Rank ideas

Decide which ideas you are going to start with.

If you and your team have gotten a bunch of ideas down on paper, you can now start further prioritizing the 5 to 10 best ideas

The I.C.E. Framework can be used perfectly well to prioritize your experiments:

  1. Impact: how big will the difference be between the future situation and the situation now?
  2. Confidence: how confident are we that this will work?
  3. Effort: how hard is it going to be to carry out this experiment?

The Experiment Canvas helps you prioritize ideas with your team.

In addition, the Experiment Canvas also allows you to attach a higher factor to, for example, effort if your team has little time, money or knowledge.

3. Outline experiments

Evolve your idea into an experiment.

Using the Experiment Canvas or the Experiment Card, you can create Minimum Viable Experiments…

From your idea you are going to create an experiment small enough to test your assumption, components you might include:

  1. Name: what are you going to call the experiment?
  2. Description: describe exactly what you are going to do.
  3. Hypothesis: what is the assumption you want to validate?
  4. Failure/Success criteria: when does your experiment succeed or fail?
  5. Measure: how are you going to measure the experiment?
  6. Stakeholders: who are the stakeholders you need or want to involve?
  7. Skills: what skills are needed to conduct this experiment?
  8. Costs: how many costs will have to be made?
  9. Control: how much control do you have over the experiment?
  10. Time: how long will it take before you have a good outcome?
  11. Scale: how large will be the scale in which the experiment will be conducted?
  12. I.C.E.: what is the final prioritization score?

Once you have a clear idea of what your experiment is going to look like you can get started…

4. Work, work, work

Conduct your experiments.

Start by implementing your top 3 ideas, an experiment should be able to be set up within 2 days otherwise you will make it too big or be too perfectionist.

You could do the execution of your experiments using an Agile working methodology, such as:

And with a project management tool such as:

You can keep track of a backlog, define sprints, create burndown charts, etc.

Tip: you don’t want to run multiple experiments at the same time for the same OMTM, because then you can hardly measure the individual results of the experiments.

5. Study the outcome

Get insights from the results of your experiments.

If your experiment has been running long enough, you can start studying the outcome

Beforehand, you’ve written down when you think your experiment succeeds and when the experiment fails.

Simply put:

  1. If the experiment meets your failure criteria you stop the experiment.
  2. Or if the experiment meets your success criteria then you scale up the experiment.
  3. And if you think the experiment still has potential or if you think you did not test boldly enough then you can adjust the experiment and run it again.

In addition, it is important to share your success with key stakeholders and share your insights from the successful or failed experiment with the rest of the company.

Perhaps the outcome of the experiment can even be implemented in other departments or places in the company.

Rinse and repeat

By repeating Growth Tribe’s G.R.O.W.S. Process, you have a structural way to achieve growth for your business or organization…

Then it’s now important to pick up the pace and get more resources so you can test more and ultimately have more successful tests.

Blockers you may have when testing:

According to Ward van Gasteren, starting Growth Hackers achieve a success ratio of 1 out of 10 experiments and experienced Growth Hackers achieve 1 successful experiment out of 3 experiments.

Tip: more resources are not the only variable that creates more growth, there are multiple aspects responsible for that. Evaluate with the Growth Maturity Model how serious your company is with Growth Hacking.

Start experimenting…

Now it’s your turn.

Do you experiment for your business or how do you ensure that ideas are tested?

I’m curious, let me know in a comment!

P.S. if you want extra help let me know at [email protected]

Frequently asked questions

What is the G.R.O.W.S. Process?

Growth Tribe’s G.R.O.W.S. Process is about brainstorming ideas, prioritizing those ideas, turning them into experiments, conducting the experiments and learning from the outcomes.

Wat is het Growth Hacking Proces?

The Growth Hacking Process is about having a structural way to find bottlenecks, identify the underlying problem and start running experiments to fix it. Think about the G.R.O.W.S. Process or the Growth Machine.

What is the I.C.E. Framework?

1. Impact: how big will the difference be between the future situation and the situation now?
2. Confidence: how confident are we that this will work?
3. Effort: how difficult is it going to be to carry out this experiment?

What is the Experiment Canvas?

The Experiment Canvas provides an ordered way to prioritize your experiments and track outcomes of the experiments conducted.

What is an Experiment Card?

The Experiment Card allows you to turn an idea into a Minimum Viable Experiment with failure and success criteria and steps to take.

What is a Minimum Viable Experiment?

A Minimum Viable Experiment is a description of an experiment with the smallest possible scale to validate an assumption.

Gust de Backer
Gust de Backer

I try to help business surpass their growth ceiling with my content.

Sounds interesting?

Let’s connect on LinkedIn!

Revenue Models (2021): 16 Different Revenue Models [B2B & B2C]

Revenue Models (2021): 16 Different Revenue Models [B2B & B2C]

So many different revenue models... But, which one fits your business? Over the past few decades, many new revenue models have proven to be profitable. That's why I'm going to show you 16 different revenue models so you can evaluate if there might be a better way to...

North Star Metric (2021): Your NSM in 9 Steps [+ OMTM]

North Star Metric (2021): Your NSM in 9 Steps [+ OMTM]

You're struggling to keep your organization focused on a single point, but you've heard of the North Star Metric… Departments and people within your company have different priorities making it tremendously difficult to get all noses pointed in the same direction. I'm...

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Decision Making Unit Filled In

Receive 8 Tools to GROW Your Business Today!

 

✔  Free filled in example templates included.

✔  Printable and fillable templates.

✔  Page with explanation attached.

Free Content

You will find the download link in your inbox.

sign up hero 480x395 1

Exclusive Content for Subscribers!

 

✔  Actionable and proven tips.

✔  Up-to-date on the newest developments.

✔  Easy to implement strategies.

Free Content

You will find the download link in your inbox.

sign up hero 480x395 1

Toegang tot exclusieve content?

 

✔  Praktische en bewezen tips.

✔  Up-to-date op de laatste ontwikkelingen.

✔  Makkelijk te implementeren strategieën.

Free Content (NL)

You'll find the downloadlink in your inbox.

Decision Making Unit Filled In

Ontvang 8 Tools om jouw bedrijf te laten GROEIEN!

 

✔  Gratis ingevulde voorbeelden.

✔  Om uit te printen en online in te vullen.

✔  Pagina met uitleg bijgevoegd.

Free Content (NL)

You'll find the downloadlink in your inbox.